Google Ads Adds Reporting on Invalid Traffic Advertisers Were Not Charged For
· 14h ago · Originally reported by PPC Land
Google Ads is introducing visibility into invalid traffic that was filtered out before advertisers were billed. The feature surfaces how much IVT was detected and excluded from charges, giving advertisers clearer insight into traffic quality protections applied to their campaigns.
Why it matters
Advertisers often assume they are paying for every impression served, so seeing filtered IVT quantified helps them gauge how much of their budget is being protected from bots and other non-human traffic.
Explain it like I’m new here
It's like a store showing you how many fake coupons they caught and refused to accept, so you know you weren't charged for anything bogus.
Terms in this story
Invalid traffic (IVT)
Invalid traffic (IVT) is any impression, click or visit not coming from a real person with a genuine chance to see the ad, whether caused by bots, fraud or error.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Traffic quality
Traffic quality is how genuine, attentive and valuable a source of visitors or ad impressions is, combining invalid-traffic levels with signals like viewability, engagement, brand safety and conversion.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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